Regional Language Dominates Political Advertising in India's Historic Election: Insights & Strategies

Today marks the inauguration of the largest democratic elections in history, involving over 900 million voters over approximately seven weeks. Preceded by extensive campaigning, whatabout-isms, and a deluge of advertisements, this unprecedented electoral process has seen substantial spending, particularly in digital advertising.

Google alone amassed Rs 135 crore from political advertising since January, with the incumbent BJP dominating the spending. However, there's a notable shift as regional parties increase their advertising efforts, recognizing the importance of reaching voters in their preferred languages.

Santosh R, Co-founder and CMO of Elever, highlights the effectiveness of non-English political advertising, emphasizing its personal resonance with voters, unlike conventional product advertising.

Abhishek Upadhya, VP of Digital Innovation & Strategy at Hiveminds, observes that political communication has long been tailored to regional languages to connect with voters where they are most comfortable. With a significant portion of India's population not fluent in English, using regional languages becomes imperative to engage the electorate effectively.

Prashant Puri, Co-Founder & CEO of AdLift, underscores the growing importance of vernacular marketing in the digital landscape, with companies allocating a substantial portion of their marketing budgets to cater to regional preferences.

In crafting effective political campaigns, customization based on local demands and regional nuances is crucial, according to Puri. This approach fosters a sense of belongingness and resonance with the local population.

While the BJP may dominate national mindshare, many regional parties hold significant sway in their respective regions, as reflected in their advertising expenditures, notes Santosh.

Innovative approaches such as rich media, interactive polls, and leveraging regional language influencers on social media platforms have emerged as effective strategies for political advertising, according to Upadhya.

However, effective political advertising must resonate with voters by reflecting genuine concerns and be articulated well, rather than solely relying on negative attacks on opponents, Santosh adds.

Overall, as digital platforms continue to shape political discourse, reaching voters in their preferred languages and mediums remains paramount for successful political campaigns.